1. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 1 Consumer Behaviour (subject code)  Instructor’s name  Contact details  Office hours … or by appointment

2. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 2 Welcome to Consumer Behaviour  Why study consumer behaviour?  What is consumer behaviour?  How does it affect marketing strategy?

3. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 3 Subject Objectives (example)  Knowledge and understanding ô theories ô implications for strategic marketing decisions ô a focus on marketing communication decisions  Communication skills ô a focus on individuals skills in developing and presenting ideas orally and in writing, case study form

4. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 4 Assessment (example)  Final 2 hour exam 60% ôunseen case study ô(min 45% required to pass course)  Mid semester test (date)15%  Tutorial participation 10%  Tutorial material preparation 10% ô (portfolio)  Tutorial case study 5% 100%

5. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 5 Reading  Consumer behaviour: implications for marketing strategy ôNeal, Quester and Hawkins, 3rd Aust. edition  Communication skills handbook ôCommerce office

6. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 6 Course Structure  Introduction  Consumer decision process  Internal influences  External influences  Organisational Buying  Consumers and Society

7. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 3 Consumer Behaviour and Marketing Strategy  Why studying the consumer is important for marketers  The implications of consumer behaviour for marketing strategy  The different components of a consumer behaviour audit  Relevance of consumer behaviour for non-profit organisations, government agencies & consumer groups  A working model of consumer behaviour  Structure of the textbook Chapter 1

8. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 7 Understanding Consumer Behaviour

9. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 8 Consumer Behaviour and Marketing Strategy  Positioning strategy  Market segmentation  New products  New market applications  Global marketing  Marketing mix  Consumerism and non-profit marketing

10. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 9 Definitions of Consumer Behaviour  The dynamic interaction of cognition, behaviour and environmental events by which human beings conduct the exchange aspects of their lives  American marketing association  The study of how and why consumers buy and consume

11. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 10 Definitions of Consumer Behaviour (cont.)  Those behaviours performed by decision- making units in the purchase, usage and disposal of goods and services (Kotler & Levy)  The decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services (London & Della Bitta)

12. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 11 Definitions of Consumer Behaviour (cont.)  Those actions directly involved in obtaining, consuming, and disposing of products and services, including the decision processes that precede and follow these actions (Engel, Blackwell & Miniard)

13. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 12 Consumer Lifestyle and Consumer Decisions

14. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 13 Consumer Decision Process

15. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 14 Factors that Determine and Influence Consumer Lifestyles

16. Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 15 Overall Model of Consumer Behaviour